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The Impact of AI on Corporate Communication

The Impact of AI on Corporate Communication

It is only common-sense that corporate communication is trustworthy. Not only within a company but publicly as well. Many communication staff members often find it challenging to choose the right words for their text and write it at the right time. For those people, and all the others that work in communication, the answer of the near future is Artificial Intelligence – AI.

AI is on the brink of conquering the world. It will enhance the communication of any company, small or large. And for those of you who think AI is the next ‘enemy’ to replace staff, don’t be afraid. This intelligence is meant to make your job easier, not to replace you.

What can AI do for you?

Over the last twenty years, the internet has helped us to communicate in a far swifter way we ever thought possible. The internet has no character by itself. The character of the messages sent through the internet is created by the sender. Good, bad, ugly (for the movie-lovers), it is the sender who defines that, not the internet. The same goes for AI; it is neither good nor bad; it merely exists.

What can AI do for a company?

  • It can emphasize the human factor in communication: the truth, the experience and, as some people believe, in the end, human freedom. Artificial intelligence can give the human being its ultimate form.
  • AI can give you in-depth information of what living networks do and don’t, can report on insights it gets up to a minute in real time and give you trend assessments. All this while analyzing first whether you need the information it has available for you.
  • AI will use virtual and reality applications to deliver news to your public, targeting those for whom the news is meant. Small or large, any public crowd can receive exactly what is interesting to them. Conferences no longer group around a three-way telephone-set but can be virtually experienced as if one was there.

Fake news

People want to trust the companies they do business with. Which makes sense, since there is so much fake news these days. The public finds it hard to fish out the facts from the pulp they must plow through. So corporate communication must be trustworthy. Communication departments should always be aware of that because if people lose trust, credibility is down as well. A communication team should be in touch with the reality of today within the market they operate in. A slow department that lacks vision will be degraded merciless, which gives competitors the opportunity to swoop in and win the battle.

  • AI is an assistant in marketing and/or recruitment marketing. The one who uses AI gives the message its final touch. As such, AI is neither bad nor good. It’s just a robot. A thing. And this “thing” Textmetrics is providing, gives the writer exactly the language level that is easy to understand and processed by the mass audience the writer is targeting.
  • AI will be able to assess crises faster, using preset criteria to do so. Its bots will assist the communication teams during a crisis, without any emotions, focused solely on solving the problem.

“All of us”

It won’t be too long before there is another concept of corporate communication. This so-called identity-based corporate communication will be so precise that it can communicate with each person individually. This may sound frightening at first, we don’t want to give out “all of us” to any or all companies. But realizing “all of us” is already out in the open, fine-tuned communication could be an asset to both company and customer.

  • We must realize that AI is learning while it is working. AI recruiting becomes more and more specific. Not getting messages in your inbox anymore that aren’t really of interest to you, may be a relief.
  • AI can do so much more for us. Designing templates for messages or brochures, templates that touch the soul of those who read them. A more captivated audience is guaranteed.
  • There are many companies with an online presence using AI chatbots to serve their customers. Not always to 100% satisfaction, yet, but AI will learn and get better. You think you’re talking to Anna? Kevin? Or Sylvia perhaps? Think again! You’re chatting with a bot and if that bot doesn’t give you the full answer you need, then, and only then, you send an email to customer services.

There is a new era of communication coming and we can choose to avoid it or embrace it. Those who embrace it are in for an interesting ride with new perspectives around every corner. “Snooze or lose” was a slogan on the internet for a long time. It might apply to AI as well.

The Benefits of AI Recruiting – Part 2

The Benefits of AI Recruiting – Part 2

Technology is the future of business, and hiring remains an important part of business success.

While AI recruiting has its time-saving qualities, many organizations and HR recruiting teams feel wary about relying completely on its technological advances and algorithms. There is, of course, nothing like the human touch – but the success of AI recruiting actually requires talented and knowledgeable human beings to ensure that its challenges are overcome and that candidates get the best hiring experience.

Why is this important? Well, a candidate gets the first sense of how your brand works by the way they are treated when they are being considered for a position. Companies that are interactive, respectful, and willing to consider the candidates’ needs are often ranked higher and garner more interest than those that do not practice these basic tenets of hiring. Remember, it’s not just you hiring a candidate – a candidate is also hiring you and considering you for the next step in their career.

AI recruiting software allows for a better hiring experience on both the candidate’s and the hiring team’s ends, as long as challenges are identified, trouble-shot, and overcome in order to maintain efficiency on every level of hiring, and so that the ROI of the AI software is clear.

Challenges of AI recruiting

While AI is often marketed as being free from non-human biases and problems, the fact is that it is a computer that has a primary purpose of learning. Here are some of the challenges that HR teams can face when it comes to AI recruiting and algorithms:

  • AI requires a lot of data – with the current worry about how organizations and companies use data, this can be a red flag for candidates who want to keep their personal data private. Another issue is that the software may require hundreds to thousands of resumes to screen for one single role in order to be able to offer the best choices for filling it.
  • AI can be become biased – while it isn’t made to mimic human biases, AI recruiting programs can learn bias, even though it ignores information like age, gender, and race. This is because it’s trained to find patterns in previous behavior. Therefore, if your recruiting team is already biased, even if it’s unconscious, the algorithm can be trained to pick up on these biases and apply them to future candidate screening.
  • Technology can break – and this is often why HR teams are skeptical of AI recruiting. If the technology suddenly starts screening based on wrong indicators, or the system goes down, automation doesn’t save time, it adds time. Add to that a healthy fear of new technology and programs that “fix what isn’t broken”, and you might have team members who are wary of using this new technology, even if it may make their lives easier, because they aren’t convinced the software can do as good of a job as they can at their work.

Luckily, there are ways to solve these challenges and get your team on board. In the end, it’s about selling the technology to your team and training them properly. The next section will explain the best ways to work around these challenges in AI recruiting software.

How to overcome challenges in AI recruiting and deliver the best experience to candidates

AI recruiting is based on algorithms that are trained to spot patterns, especially when it comes to large chunks of information. To do this, it requires the buy-in of a lot of data, because keyword spotting, sentence structure, skills – the screening must view a lot of data in order to find patterns in it. This can be an issue, especially with today’s world that’s wary of giving up a lot of private information, fearing that it won’t be safe or used properly.

You can get around this by being upfront about data collection. Following the rules and regulations governing data collection in your region is the first step. Posting clear messaging around data collection is a good way to let candidates know exactly what their data would be used for and how it counts in the hiring process. Most people want to stay informed – this is a good way to inform them and still attract the top-level candidates you want. Letting candidates know that public data sources may also be used is transparent, and reminds them that their public information is, in fact, public.

While AI technology is made without bias, having human administrators of the software can help cut down on biases within hiring that the software may learn. If you are finding that you’re interviewing the same candidates with the same race, gender, and age markers, it may be that your software is specifically prizing those candidates over others. Having a robust, diverse hiring policy can help eliminate these biases and attract candidates with a vibrant set of skills who may not fit the “mold” of who you usually hire.  For example, many companies these days are heavily promoting diversity recruiting. However, recruiters are sometimes unaware that their “voice” can heavily affect how candidates see the business and the job, attracting those that may not fit the profile of who the organization is looking for.. Tools such as Textmetrics are able to assist in eliminating gender bias job descriptions by detecting male and female-centric wordings and giving its users “neutral” suggestions, making the text friendlier to all potential candidates. While candidates must be a good fit for the organization, it’s important to remember that diverse hiring actually makes your organization better, and can bring new creativity and skills to the role.

A good and clear training program on the software will eliminate any fear when it comes to new software or changes within a job process. While there will always be team members who will worry about change, showing them how their jobs can be better and more efficient is a great way to sell them on the new technology that AI recruiting brings. AI is only as good as its human operators – empowering your team members to learn and become experts on the software will also eliminate downtime and inefficiencies caused by broken software or lack of knowledge.

Whether or not you believe in the ability of technology to judge the best candidate for the job, it is undeniable that AI recruiting saves time and creates better, more efficient hiring practices.

Get in touch to discuss how to implement Textmetrics in your organisation

The benefits of AI Recruiting – Part 1

The benefits of AI Recruiting – Part 1

When it comes to hiring, the resource needed most for HR teams is time.

Screening for the best candidates to fill any position can take countless man-hours – and comprises a large part of any hiring process – almost 23 hours’ worth per job posting!

Keyword-spotting, skill sets, and whether or not the candidate comes across as the right fit are important parts of hiring, especially when it comes to high profile or lucrative positions. But if you’re a small business, or you’ve got a number of positions to fill, putting an HR advisor strictly on screening resumes isn’t a good use of your time – and it’s not a good use of company money, either.

So what if there’s a way to do it faster and more time-effectively? As we move into the 21st century of hiring practices, artificial intelligence technology, or AI, has replaced many of the hours spent screening resumes and spotting the right candidates for an interview pool. With this technology, HR advisors and teams can quickly scan each resume they receive for a job posting in less than half the time, freeing up more time for in-depth interviews and discussions with preferred candidates, and leading to better fits for the open jobs within their organizations.

As we see more and more menial, time-consuming tasks become automated, the fear becomes whether or not this type of technology is appropriate for certain organizations. We’ll cover that more in part two of this series, where we discuss how AI can be used to support hiring and the pros and cons of using technology to screen sensitive personal data.

How does AI recruiting improve the quality of candidates?

First of all, it’s best to consider how AI recruiting can save an HR recruiter’s time and money. We’ve discussed already how AI can cut CV screening time in half; how it does this is using complex algorithms to spot specific keywords and phrases. It matches the candidate to the job using a standardized method, which improves the quality of hire.

Quality of hire, or the value a new hire adds to your organization, is one of the top key performance indicators every HR team has when it comes to hiring for a business. The longer you retain a talented candidate, the more they contribute to the organization’s long-term success. According to, the minimum baseline for a quality of hire is that the value a person creates while employed at your business is greater than the cost of recruiting them. After all, if you’re losing money by hiring the wrong talent, then your business not only suffers, but so does your team’s morale – which can lead to more talent-bleeding in the long run.

AI recruiting helps with this by carefully taking indicators that you have chosen and measuring each candidate against them using a rating scale, for example. The more highly rated the candidate, the better the fit. Because AI doesn’t have the biases of human beings, the diversity in your talent pool may actually be greater, allowing you to choose from candidates you may or may not have seen with the old method of human-based screening. Tools such as Textmetrics are able to assist in eliminating gender bias job descriptions by detecting male and female-centric wordings and giving its users “neutral” suggestions, making the text friendlier to all potential candidates. While candidates must be a good fit for the organization, it’s important to remember that diverse hiring actually makes your organization better, and can bring new creativity and skills to the role.

Top performers contribute disproportionately to an organization’s success – it’s said that they provide almost 80% of the rise in profits and KPIs just by their work alone. To that end, it’s important that HR recruiters are able to attract top performers who will also be lured to stay long-term.

How AI recruiting works

AI recruiting is based on algorithms that are trained to spot patterns, especially when it comes to large chunks of information. It uses intelligent screening software on your existing resume database, which then gives it insight into which candidates moved on to greater success, and which employees were unsuccessful based on their performance, tenure, and turnover rates. By doing this, it gathers a sense of the skills, experience, and qualities to apply to new applicants that will fit in best with your organization.

It can also enrich candidate profiles by using public data sources, finding their previous employers, public social media profiles, or other information that would generally be gathered by a human recruiter – and take much more time in the hiring process.

At the end, it gives you a complete profile of your most successful candidates, automatically ranked, graded, and shortlisted. That allows you to move onto the interview stage, in which you’ll use this information to delve more deeply into the candidate as a person.

Innovations in AI recruiting

Along with the basic sorting and ranking, AI recruiting can do more than simply pre-screen candidates. Recently, technology has created all sorts of time-saving innovations for HR teams.

Recruiter chatbots are currently being tested to provide real-time information and interaction to candidates, eliminating pre-screening calls. They can be programmed to ask questions based on the must-have job requirements, and eliminate hours of phone calls to unsuitable people. They will provide feedback, updates, and next-step suggestions to the candidates – allowing them to become more successful in their careers, as well.

How does this benefit you? Well, many candidates say they leave with a negative impression of the company when they don’t hear back from an HR team after leaving an application. In order to keep your brand profile high, these time-saving bots deliver that interaction for you.

Other innovations include digitized interviews, which can eliminate one or more screening interviews in the hiring process. The software assesses word choices, speech patterns, and facial expressions to judge whether or not the candidate is a fit for the role, which leaves the hiring decisions and deeper questions to the human HR recruiters.

Whether or not you believe in the ability of technology to judge the best candidate for the job, it is undeniable that AI recruiting saves time. Stay tuned for our next blog in the series, where we examine some of the challenges of AI recruiting, and how you can get around it in order to hire the best fit for the role – and save time for your team.

Get in touch to discuss how to implement Textmetrics in your organisation

Top Recruiting Trends of 2019 – Part 3

Top Recruiting Trends of 2019 – Part 3

The two first installments of this blog series covered six important trends within the field of human resources, starting with recruitment marketing and ending with diversity hiring. Attracting top-tier talent to join your company is essential, whether you’re a mid-size business or a multi-national organization.

In this third article of the series, we’ll take a closer look at candidate experience and social recruiting. And we’ll explore how you can leverage those strategies to optimize your workforce and future-proof your company.

Candidate Experience

Candidate experience is almost self-explanatory: it is the combined impression that job candidates get throughout the recruitment process, from sourcing through recruiting, interviewing, hiring, and eventually onboarding into their new position. A negative experience will very likely get shared on social media and even on employer review sites, so it pays to promote candidate satisfaction — whether they end up getting the job or not.

There is a long list of items you can address to improve candidate experience for future hires. Try these simple and effective steps to get started:

Go mobile
If your company’s website (including your careers landing page) is not yet mobile-friendly, sort that out immediately. Within the next few years, smartphones will be the primary point of interaction with job candidates, so streamline that experience as cleanly as possible.

Know your candidate
We touched on candidate persona in the first article of this series. Defining who your ideal candidate is, will help you:

  • determine where to source them;
  • how to target them with ads and on social media,
  • how to interact with them and
  • how they will fit within your company.

The candidate avatar can include universal key points for cross-company hires, then expand with more job-specific points specific to each new position you are recruiting for.

Be transparent
Respect candidates’ time and effort by giving them an advance agenda of the interview process. Who will they be meeting within the company, how long will they be speaking with each person on the hiring team, and what are their expectations.

Give feedback
Ghosting rejected candidates is a very harmful practice, so follow up with those who don’t get the job. If you’re unable to contact each one individually, AI tech can help you send out automated emails to candidates who aren’t receiving offers or weren’t qualified for the position. If possible, offer feedback about their application, invite them to apply for future positions within the company, and add them to your talent network.

Get feedback
About a month after the interview process has been completed, reach out to ask for feedback about candidates’ personal experience. Let them know how much you value their opinion. Use the information you gain to make changes to your process, improving the experience for future candidates!

Communication is key at all levels of the candidate journey. Even when personalized contact isn’t possible, it helps to have standardized messages acknowledging each milestone throughout the process. For any new hires, it also pays to stay in touch between the “you got the job!” phone call and the early days of onboarding. Creating a positive candidate experience here leads to a smooth transition, improved company culture, and ultimately long-term talent retention.

Social Recruiting

In this era of smartphones and internet literacy, social recruiting is becoming a vital tool in any company’s talent recruitment marketing. Your business is likely already using social recruiting, whether consciously or not, simply by posting job openings to your organization’s social media pages, from Facebook to Twitter and LinkedIn.

Social media is also a key tool to attract new talent by communicating your employer branding, showcasing workforce diversity, outlining brand vision, and emphasizing company culture. It’s a place where you can interact with potential candidates and even target them through advanced search filters and job-specific keywords.

One of the best parts of social recruiting is the chance to get your current employees involved. Content shared by a company’s in-house talent gets much higher engagement rates than content shared by brand channels. As excellent representatives for your company, employee endorsement of open positions within your organization, shared within their personal networks, can lead to high-quality candidate referrals. It’s an incredibly effective and low-cost form of recruitment marketing and your employees will be excited to help shape the future of the company!

Know your goals
As we touched on in our first post, this is where your candidate persona comes into play. The type of talent you’re looking for will dictate your social recruiting strategy. 

Know your channels
Not every channel is suited to the same approach, so tailor your message based on the social media platform you’re posting to and be sure to keep things authentic!

Know your candidates
Which social media platforms are your ideal candidates using? It could be LinkedIn or Facebook, but might also be Behance, AngelList, or GitHub, depending on the job specialty you’re hiring for.

Know your brand
Keep your employer branding front and center in all your social recruitment messaging. That way people know exactly who they’re dealing with and why they would want to snag a position within your company.

Track your analytics
Use social media data to refocus your social recruiting strategy. That might mean increasing communication on one particular platform, exploring more video content, or putting some ad-spend budget behind certain keywords in order to reach your target audience.

For social posting, use scheduling tools like Hootsuite or Buffer to help automate the process. And find out more about the range of functionality available from Textmetrics, like real-time text suggestions to help streamline your company’s communication.

In case you missed part 1 and part 2 of this blog series, please check out six additional recruiting trends and strategies, from collaborative hiring to diversity hiring. 

For information on how Textmetrics can help you in your recruiting process, with real-time SEO suggestions and content that leads to conversions, reach out to the Textmetrics team! 

Get in touch to discuss how to implement Textmetrics in your organisation

Top Recruiting Trends of 2019 – Part 2

Top Recruiting Trends of 2019 – Part 2

In our previous blog post, we covered four of the top recruiting trends for 2019: recruitment marketing, AI tech, soft skills hiring, and collaborative hiring. It is essential for any company to attract the most talented, skilled, and well-suited people to join your team. These recruiting strategies are just a few of the options at your disposal.

In this article, we explore two more top recruiting trends: employer branding and diversity hiring. Bring your workforce into the future by actively putting your brand out there and cultivating a uniquely diverse team. Here’s how:

Employer Branding

We touched on employer branding in the first blog post in this series, as an element of recruitment marketing.

Whether your company is a multi-national organization or you run a local business with just a few employees, your reputation as an employer feeds into your public image. Especially when it comes to attracting new talent.

That’s exactly what your employer brand is: the sum of qualities, attributes, cultural elements, brand vision, employment benefits, and opportunities for professional growth that make candidates want to work for you. Everything a candidate has ever read, experienced, or heard about you – whether intentional or not – feeds your employer brand and helps future employees determine their level of attraction to your company.

A strong employer brand will set your business apart from the competition and establish you as the number one place for someone to build a career.

Not sure how to get started with your employer branding? Here are a few tips to get you on the right track:

  • Know your Employee Value Proposition
    Take a close look at what makes your organization unique from an employee perspective. Communicate clearly about your employee value proposition wherever you interact with prospective employees, from job postings to social media content. (Hot tip: it’s becoming more common to include salary and other elements of compensation in job listings, especially in highly competitive fields.)
  • Be consistent
    Corporate brand and employer branding have to be aligned. Even though they are aimed at different audiences, brands use a lot of the same online channels to interact with customers as they do with job candidates. So: be consistent.
  • Authentic storytelling
    People want to see what it’s like to work for your company. Use (live) video, photography, blog posts, social media posts, and employee testimonials to showcase real people and authentic experiences. What better way to make your brand personal? (Pro tip: Textmetrics can help by optimizing any written content with the best keywords for your target audience.)
  • Share from within
    Happy employees are your best brand advocates! Get your team members to share their own employee experiences within their own online networks.
  • Make room for interaction
    Don’t just push information out there, but offer opportunities for interaction. Chatbots, live webinars, and even #AMA Ask Me Anything sessions all allow potential employees to get to know your company culture.
  • Act on feedback
    Use reviews of your company from online platforms like, as well as current and former employee experiences, as a source of feedback. Then implement that feedback to make positive changes within your company.

Most importantly, talent recruitment and company culture feed each other — it’s a two-way street. Hiring the right people helps foster the culture within your organization. At the same time, showcasing authentic employee experiences on your available online channels helps attract the most talented, passionate, and highly engaged employees. Having those elements in harmony leads to long-term talent retention.

Diversity Hiring

Just like AI technology in our previous blog post, diversity hiring is one of the recruitment themes that remains relevant in 2019. Encouraging diversity and inclusivity within the workplace means actively recruiting and employing individuals from different age groups, religions, genders, ethnicities, abilities, sexual orientations, economic backgrounds, geographic locations, and more.

Taking an active approach to diversity within your organization isn’t just the right thing to do ethically — it is also an excellent business strategy. Diverse teams bring unique viewpoints and fuel innovation, giving your business an incredible competitive edge. Companies with increased diversity within their employee base actually tend to see increased financial returns. It also makes your company a lot more attractive as a potential employer in the eyes of future talent.

There are so many complex angles and elements to diversity hiring, that it can be hard to know where to begin. Consider these tips as a starting point:

Check your bias
To minimize (unconscious) bias in the hiring process, find out where you could be alienating or ignoring particular groups of people. Are you proactively approaching candidates from diverse backgrounds to apply? If applications are being assessed by just one person, a larger hiring team might help simply by bringing a wider range of opinions to the table. Incorporate AI tech to filter names and other distinctive markers from candidate applications. Your team will never be diverse if you aren’t considering diverse candidates from the start.

Commit to diversity
Diversity can’t just be a token; it needs to be embedded in your company’s identity. At all levels of your organization, make a commitment to diversity and inclusivity, communicate your intention publicly, and integrate it in everything you do. That includes showcasing visual diversity on your website and in your brand marketing as well as using gender-neutral language on your company careers page. Be sure to organize diversity training for existing employees in order to foster an inclusive company culture that embraces uniqueness.

Show your diversity
Let candidates experience that you’re committed to diversity, starting with the hiring committee! A recruiting team that embodies diversity can help prospective talent envision an employer that will make them feel valued for who they are as an individual. This practice should extend beyond just the visual into policies like benefits for same-sex domestic partners, flexible work schedules or remote work options to make childcare more accessible, or access to mental health programs.

For more recruiting trends, take a look back at part 1 of this blog series and keep an eye out for the third and last part, coming soon.

And for content optimization at every level of your recruitment process, contact the Textmetrics team. Textmetrics will assist you with real-time suggestions to write high-quality content for your audience.

Get in touch to discuss how to implement Textmetrics in your organisation